Anatomy of an Ideal About Page
It's Time to Get Real with Your About Page
You love your website and it’s performing well. That’s great! What’s next? Conversions. Conversions, or events, can be just about any action you want someone to take, like filling out a lead form, calling your phone, signing up for a subscription, clicking a link, downloading something, buying something… anything you want a visitor to do that can be counted by a computer. But wait- before you start thinking that changing a button color or adding a starburst, or offering a ridiculously low price are good ways to get more conversions, let’s start with something basic: Why do visitors go to your website? Answer: To learn more about your business.
Consider This: Most people coming to your website are not ready to take action.
Even if you offer emergency service, and the people visiting your site need emergency service, they are still deciding if they want to do business with you. So, how do you help them make up their mind? By being real. People want to do business with people. One of the first pages visitors go to after the Home page is the About page. They go there for one purpose; to see who you are, what makes you different, and what makes you better. And there’s no better person to help create that content than you, the business owner.
How to Create an Engaging About Page
In the last year, with all the algorithm updates and the general decline of trust for anything online, the About page has become one of the most essential pages for businesses to start earning consumer trust. Let us help fill yours with the personal content it needs to engage your visitors and convert them into leads. What do the best About pages include?
Stories connect. Stories engage. Stories bring the human element to your business. Start your story by answering questions like these:
- Are you family-owned and operated; are you on the 2nd or third generation?
- Year you were established
- What makes you passionate about your business?
- What makes you get up every morning?
- What do you specialize in?
- What made you choose this line of work?
- How do your customers describe working with you?
Your story is what makes you different from your competitors. Most people like to work with local businesses. So, even if the best part of your story is caring for or being active in your community, run with it.
Photo and Quote From the Owner
Do you have a personal creed? Do your customers work directly with you? Why not thank your visitor for considering you- as you know there are a lot of choices? A photo and a well-written personal statement almost instantly earn trust from the consumer.
Guarantees or Value Propositions
What makes you the best person or company to hire for the job? People want to know they can count on your work and count on you to make it right in the event they have less than a 5-star experience. Your guarantee needs to be clear and it needs to something that reduces the risk for the consumer. For example, ‘All Work Guaranteed’ is too vague. ‘All work guaranteed by owner’ puts your reputation on the line and holds you personally accountable.
Photos of your Team, Crew, Leadership
As a customer, who will we be working with? What are their experiences, their passions, and why would we want to work with them? Whether you are a one-person team or 50, having pictures and a couple of sentences about key people in your company will show your visitors there are real people ready to help them.
Back up your value proposition with a real customer experience. Nothing earns trust for your business like social proof that you are a good company to work with. Video testimonials are ideal, next best are written testimonials with a picture of the actual customer or the work you performed. You could also cite reviews from third-party sites, like Google My Business along with a link to that page. We use a combination of those three testimonials styles throughout our website.
Videos build trust and can increase conversions by up to 80%. A video tour of your facility, a personal guarantee from the owner, a stop motion video of a process or job, or a testimonial are all great content to include on your About page.
Trust Badges or Good Practice Seals
Service Awards, BBB, Awards, and Associations naturally demonstrate the quality of your work. If you are a young business and not yet established in your community or industry, display recognizable awards or affiliations, prominently near the top of the page. This will help you earn instant credibility.
Are there milestone events that impacted growth or change in your business? A timeline uses photos and headlines to visually communicate your journey from struggle to success. It’s especially useful for companies who add locations, add new product lines, experience acquisitions, or rebrand. At the very least, if you are in a milestone year like 5, 10, 25, 50, 75, or 100, make sure you emphasize it somewhere on the page.
Bottom Line: When it comes to your About page, the sky's the limit. If it helps you earn trust, authority, or engagement, then include it.
Are you looking for more ways to bring authenticity to your website or stand out from your competitors?
Contact us today and request a FREE STRATEGY SESSION.
A digital marketing expert will review your website, your marketing goals, and your current digital marketing strategy. With 10 years of experience and over a thousand satisfied clients, we know how to help your business stand out from your competitors and get you more leads.